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There are a lot of ways to read this statistiic. There are many reasons adding up to this 40%.
* Too boring.
* Temporary possession (rental) and too long.
* Too difficult (or too gamey) for people playing for the story.
* Proud "real gamers" setting the game to Hard, just to rage quit over shotgunners or armored assholes.

Etc., etc. Also keep in mind, multiple users with one copy of the game throws off some assumptions. If every person who bought the game has at least one friend or relative who has a PSN account on their system and tried it for an hour or two, that would skew these numbers hard.